This isn’t the first time we hear about RFID within the fashion industry. It was Nike who originally introduced the idea of infusing RFID chips into their product giving the company the ability to analyze their customer from the point of purchase to the point of return. This story raised privacy concerns around the world.

For those unfamiliar with RFID (“radio-frequency identification”) technology I’ll break it down in simple words. This little chip is able to store large amounts of data. With the use of an RFID scanner anyone can store data on it and most of it is already automated.

Imagine you’re in a shopping mall, passing the exit – and where the censors would normally go off due to a cashier forgetting to take the buzzer off, is an RFID scanner. With the RFID-chip pre-installed in your clothing item–it begins to store the following data: you were right here, at this time at that location.

If you traveled to another location with that RFID chip a new scanner could pick it up there and store more data–essentially knowing every little detail about your behavior.

The creative team behind Burberry has given the collection a little twist, instead of RFID–a more fashionable name: Smart Personalization.

Description from Burberry:

“On contact with a touch screen device each piece unlocks a unique video experience, charting its artisan production — including original sketches, runway edits, craftsmanship and personalization.

In addition, customers can have their items enabled to trigger their content on large-scale mirrors that will turn instantly to screens at 121 Regent Street, the London flagship.”